Not every client of Advance 360 brands within rigid guidelines, but in the real estate industry, Michigan’s Department of Licensing and Regulatory Affairs dictates what’s possible. Add to that the branding guides for their real estate affiliate partner and you have a highly regulated system for your brand. Such was the case with Steve Volkers Group of Berkshire Hathaway HomeServices Michigan.
“When we first began refreshing our brand identity we vetted a few local creative agencies for the project. We were impressed by Advance 360’s professionalism and strategic approach and we decided to jump into this crazy journey with their team leading the charge,” said Steve Volkers. But more important were the guidelines the brand was required to follow. The Advance 360 team spent time with Berkshire Hathaway HomeServices’ staff, to ensure the end designs would align with corporate policy.
The Group Sets the Tone
Research must come first, and that means that the feelings and ideas of the team and how their brand is viewed is paramount. The group, together in a room, must articulate the aspirational vision for their brand. With guidance from the Advance 360 team, these concepts are harnessed and consensus formed, crafting a shared language around the purpose of the brand.
Of this process, the Group’s Director of Marketing, Amber Gray, had this to say. “Our project started with a full team working session. It was a great way for our entire group to level-set on how we see our brand, what we want for it in the future and why those pieces are important. The outcome of that working session was a strategic chart that was shared every time we regrouped so that we all knew how we got to where we are.”
“It was not only helpful but humbling to know that our voices and opinions were heard and taken into account along the way.”
“Once the creative output started coming in, we were beyond thrilled. Andrew Olson, Creative Strategist, nailed it with the overall design theory of our new brand identity.”
Now in the process of web development/programming, the Steve Volkers Group is putting into action Advance 360 designs for their digital footprint. The team, including Senior Account Manager Kristin Hartwig, “took an immense amount of care and effort to propose a user experience based on our analytics and, of course that initial team working session,” said Gray.
This effort included content architecture recommendations for the numerous sites in the Steve Volkers Group portfolio: GR Downtown Condos, Steve Volkers Group, Alger Heights and West Michigan New Homes. The end result: a content stream that would be easily navigable, intuitive for the user, and preserve the SEO quality previously established by years of exceptional content generation. The look and navigation of these sites is under construction (hidden from view of the public) until its official launch summer, 2018.
“We are confident that the final result will exceed our performance expectations. Not to mention, it’s so pretty! This group of creative and talented individuals has been a dream to work with. Their knowledge and hard work shines in every step of the way.”